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As we look forward to 2024, we’re focused on emerging trends that can deliver maximum impact to our SAMA community in the year ahead. Below we’ve highlighted several topics to keep on your radar, plus a couple resources that will sharpen your skill set and help your SAM program achieve excellence.
The Multichannel Approach
McKinsey & Company’s global B2B Pulse survey from earlier this year revealed that “companies that deliver on a great omnichannel experience backed by personalized marketing” are reaping rewards and “punishing those that don’t.” Viewed through the lens of strategic account management, the omnichannel approach holds many opportunities, as SAMA members have been actively pursuing how their SAMs can harness these principles to enhance customer experience. In their article, “The multiplier effect: How B2B winners grow,” McKinsey authors offer some helpful guideposts for the road ahead. Read the article.
Webinar — World Class SAM's: What to look for in candidates!
Today’s SAMs are more than salespeople — they are business leaders — and the required skill set for modern SAMs reflects that change. Customers expect SAMs to have a deeper understanding of their business, to provide insights and collaborate across the ecosystem, where soft skills like emotional intelligence are more in demand. But finding world class talent is more difficult than ever. Understanding abilities, skills, and needs has become more challenging as the next wave of recruits hit your radar. How can you assess the best candidate, and what will you need to do to coach, teach, or 'skill up' your SAMs for peak performance? The following webinar has the answers. Watch now.
Use GenAI to Uncover New Insights into Your Competitors
Generative AI is commonly presented as a tool for generating new content, but its effectiveness can extend equally, and sometimes even more effectively, to the reverse process: inputting content to extract information. A fascinating article in the Harvard Business Review details how this unconventional application of generative AI is now empowering leaders in marketing, strategy, and competitive intelligence to extract strategically relevant insights about their competitors from publicly accessible documents. In essence, generative AI serves as a vigilant observer, identifying valuable insights in the realm of competitive intelligence for SAMs. Read the article.
Medtronic's Innovative Approach to Value Co-creation
Winner of SAMA's 2023 Excellence Award for Innovative Value Co-creation, Medtronic demonstrates how their SAM program thinks outside the box to solve complex problems by engaging their company’s entire ecosystem in value co-creation. By applying novel, innovative mechanisms, Medtronic solved their customer’s problems, as well as their customer’s customer’s problems. Read the article.
SAMA 2024 Annual Conference:
Celebrate SAMA's 60th anniversary at our 2024 Annual Conference in Miami, FL May 21-23!
Join us at the legendary Fontainebleau Miami Beach hotel to explore three parallel tracks, focusing on Critical Skills for Strategic Account Managers, SAM Program Design and Management, and SAM Talent Development — specifically designed to deliver maximum impact for you and your organization. With six decades of dedication to excellence, our conference continues to showcase best practices and unparalleled expertise, and we invite you to shape the future of strategic account management with us. Learn more or REGISTER NOW.
